Legendary B2B Marketing Case Studies

While many business to business marketers rely on cold calls or contacts made at regional conferences to market themselves to new clients, some businesses are using more innovative methods in order to capture the business of new prospects

This year, some of the most effective B2B marketing campaigns were either playful and free-spirited or specifically targeted, but each ultimately showcased how the business could or would best serve its clients by showcasing its strengths. See our inspiring list of some of the more notable B2B marketing case studies examples in 2016.


In a world that is growing increasingly paperless, Xerox – once best known for making high-end business copier machines – could have gone the way of the dinosaur and closed up shop.

Instead, the company expanded its services to focus on business solutions and rebranded itself, targeting the new campaign on helping businesses work more efficiently with the slogan “Work Can Work Better” to its top 30 accounts.

In addition to getting the attention of 70 percent of those businesses, Xerox also worked with Forbes magazine to create a specialty publication using content marketing that focused on smart business  strategies. That effort lured in 20,000 new contacts and boosted email click-through rates by as much as 400 percent.


The social media network focusing on connecting all things business marketed itself with the ebook “Why We’re Hungry for Remarkable Content,” written by best-selling business author Brian Solis and illustrated by cartoonist Hugh MacLeod.

The book shows marketers why excellent content is vital to the success of a business, given the wealth of available information – 4.6 billion pieces of new content are created each day – that potential customers have to wade through in order to reach the good stuff.

The book included multiple blog posts and other attention-grabbers, and resulted in almost 10,000 ebook downloads, 1,000 blog post shares and 2,000 SlideShare views.

Toshiba America Medical Systems

With the passage of the Affordable Care Act, Toshiba America Medical Systems recognized a changing medical marketplace and used it as an opportunity to revamp their messaging and focus on better meeting customer needs.

The maker of cutting-edge diagnostic tools focused on what medical facilities needed to better serve clientele, work with customers to better meet their needs.

“When your customers’ market and business is changing, and for our customers, it changed significantly … your business changes as a provider of products or services to that group,” Cathy Wolfe, senior director of the company’s communications and research department told the marketing tracking website marketingsherpa.com.

A new marketing and PR campaign aimed specifically at those with purchasing power that reflected what’s different about Toshiba America compared to other diagnostic imaging distributors – Toshiba America had revamped to adapted to meet specific customer needs – not only boosted the company’s click-through rate by almost 2 percent, it also caught the attention of 4.5 million potential customers.

Hewlett Packard

HP targeted millennials by using its interns – the computer powerhouse has more than 2,500 worldwide – to boost the brand through a Twitter contest about what it was like to work for the company.

The effort not only helped showcase HP as a youth-friendly company, but also showed potential customers that it was innovative, it understood how to take advantage of social media and was focused on recruiting the best talent from an equally innovative pool.

Cox Media

Cox Media, which helps develop advertising strategies for media outlets, sought new ways to engage with potential customers by creating a holiday countdown calendar for seasonal marking.

The calendar – which also included videos, infographics, ebooks and other materials, proved to be not only an effective tool to help business plan seasonal campaigns, but also drew more attention to Cox and its services.

Traffic increased significantly to the company’s websites and interaction grew by 10 percent over the previous month.


Penton, an information services company that provides tools and information to help business professionals do their jobs better, sought out new leads by merging work and entertainment.

In order to boost online engagement, Penton launched a “World’s Greatest Engineer Movie” contest using brackets similar to those that highlight basketball season’s March Madness to determine the winner.

The contest started with 32 movies featuring engineers or technology, with customers voting on pairings and winning films facing off for votes.

By the contest’s end, Penton had gotten 11,487 contest votes – and more than 3,000 new leads.

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